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1 CASE STUDIES PROJECT SAMPLE #1: ARCHAMBAULT Client Name: Archambault. Client Contact Information (phone/ ): Éric Bardet ( ) Client URL: Background: Archambault is a retailer in Quebec selling books, music, movies, games andmusic instruments. In addition to 15 stores in the province, they re a leading ecommerce website, planning to expand in Canada. The first main challenge is to understand the customer loyalty to the brand and lifetime value. The home entertainment vertical is very price sensitive, making it harder to get loyalty from customers ; whereas margins are thin and advertising dollars have to be made profitable over recurring purchases, and not only the first one. The second challenge is to understand the impact of the web not only in terms of gross sales, but also its ability to drive people to stores and better inform them. With that in mind, Archambault hired Konversion to manage their SEM campaigns and upgrade their Analytics toolset. TECHNICAL ABILITY Archambault has a large web presence with multiple platforms and environments, including archambault.ca and its mobile version, marketing landing pages, mobile apps and other related website such as Archambault Zik. Archambault has been using Google Analytics «classic» since The original implementation has been updated over time ; adding new events, the mobile version and new website features as they became available. However, there was no long term tracking plan so that maintenance has been made on an ad hoc basis. As a consequence, limitations were piling up, including: Event structure has become really complex to understand by marketing and business users. Missing important tracking such as add to cart on the mobile website. E-commerce basic data were tracked, but the product naming convention was loose, making it very hard to perform advanced analysis. Campaign parameters are used on the website to track internal promotions, creating new visits and losing previous traffic source. Overall, confidence in data quality had decreased significantly over time. In 2014, Archambault mandated Konversion to upgrade to Universal Analytics, with features like enhanced ecommerce and cross-device reports. The implementation would be made with Google Tag Manager. Based on a business requirements analysis, the project has been scoped in multiple phases with different providers: Desktop website Internal search engine Checkout process (mobile and desktop) Mobile website and landing pages

2 Technical specifications have been provided to all parties. A first basic GTM tag with limited ecommerce features has been implemented in November 2014 on the desktop website. As of May 2015, a more extensive Google Tag Manager has been rolled out on the desktop website and its internal search engine as well as on the checkout process. A process has been started to switch from utm_ parameters to promotion impressions and clicks from enhanced ecommerce to track internal campaigns. In the meantime, previous GA Classic implementation will remain active for at least a year to help transitioning to the new dataset. Many Google Analytics features are covered by this implementation: Event structure It has become so complex over time that currently, nobody within Archambault understands how events work and their meaning on the website. Events are poorly structured in categories. Event actions are sometimes actions, more than often any type of data type. Event structure has been reviewed and grouped by website features: internal search, account management, product interactions, internal promotions, product lists. Custom dimensions Site/page: language Products: Product availability, product promotion (different type of rebate than built-in product coupon, which is also used) Visitor : days since registered, days since last order, opt-in status Checkout : free shipping offered, gift card used, payment method Custom metrics Product interactions such as store availability, add to wishlist and other product interactions are the most important metrics. Shopping / Checkout funnels Product detail, cart addition and removal, checkout step 1 and 2 and transactions are covered. A challenge is that checkout funnel is different between digital and physical products, the former having 1 step and the latter 2. A custom dimension is created to help segmenting that. Product interactions Besides add to cart, other product interactions are tracked: especially store availability and add to wishlist. Events are used for this, but we also wanted to get this information at the product level. We tracked this with a product list click with a specific name different than other product lists, and added custom metrics. Store availability and add to wishlist have a dedicated CM, while other, less important, interactions such as click on image will share a common CM. in that case, a custom dimension (product scope) is also planned to drill down by interaction type. Product lists impressions / clicks Currently, only upsell lists from product pages are tracked. Tracking search results or category pages as product lists would make the request payload too large, preventing hits to be sent. Product data upload might be implemented in the future. Only product SKU would be sent as a key, so that more products could be sent within a single hit.

3 Product clicks are not tracked on the click itself. The website already makes extensive use of Javascript and IT team was reluctant from using an event callback to manage link redirects. Instead, a fragment is dynamically added to the product URL with 2 parameters: list name and list position. On product pages, those parameters are retrieved and the click is recorded from the destination page. Promo impressions / clicks Internal promotions are managed from the CMS, on which the dev team has very limited control. Currently, clicks on internal promotions are tracked by adding utm_ parameters. We have provided specifications to use a new convention. utm_promoname will be used instead of utm_campaign and utm_promocreative instead of utm_medium. New promotions will use the new convention, existing promotions couldn t be changed. The same values will be used, minimizing the impact on users. User id and cross device As soon as a visitor is connected, visitor id is sent on all pages. Less than 3% of sessions are made by logged in visitors, and ~7% of those are logged in 2 or more devices. Cross-device reports have a limited sample size yet. Obviously, this will improve when mobile website will be fully tagged (only the transactional part is currently), and Archambault is also thinking about new incentives for visitors to connect. ANALYTICAL ABILITY Internal search engine Internal search engine is very important for a retailer like Archambault, with hundreds of thousands of products. In 2014, Archambault decided to upgrade its internal search engine and asked Konversion to analyze potential impacts. We found out that search engine was responsible for ¹/3 of the traffic, but contributed to ²/3 of account creations and up to ¾ of revenue. We already knew search results pages were used as landing pages for SEM. However, while digging this data, we realized search results pages were also important landing pages for other traffic sources, including SEO. Overall, they receive more than 5% of the traffic, and are part of 2-3% of transaction and revenue. As a consequence, we strongly recommended to take this into consideration while the new search engine would roll out. Eventually, when new search engine was rolled out, old pages from previous search engine were kept live so that no traffic and transaction have been lost. We have also helped analyzing the impact of the new search engine. When we exclude search results pages that appear as landing pages, it appears that YoY, conversion rate on session with site search has increased by 25%, as opposed to visits without site search on which it improved by 10%, although per session value has increased at a lower rate than conversion rate. These results are important for Archambault as they evaluate the impact of their new search engine and how they should work on it with the new provider. Impact of website on store sales Despite Archambault.ca is a transactional website, its impact on store sales cannot be ignored. This isn't a simple question to answer though. When asked about solutions to bridge the gap between website tracking and points of sale, we evaluated several opportunities to collect offline data from stores in Google Analytics: Fidelity program is considered, but that would be long term strategy for Archambault, much broader than tracking. Ask for on payment terminal, e.g. to receive an electronic receipt. is associated with credit card

4 and can be retrieved on subsequent payments. Current terminals don't support this. Provide coupons from website. Mobile app to help shopping in store. Online Survey (asking purpose of visit with possible answer being shop online before buying in store) Archambault also sells musical instruments, including pianos. Of course, very few people will buy a piano without testing it. Driving traffic to store seems to make a lot of sense. As a consequence, piano related traffic would be sent to a specific landing page, where the visitor could schedule an appointment in store, which would ensure that the prospect receives great support once in store. Some organizational changes must be done prior to testing that tactic, which should happen in late In the meantime, other options are already used from the website: Find a store Check product availability Add to wishlist Despite representing between 0.5 and 1% of sessions, it appears users who add products to their wishlist have an online conversion rate three times as high as the average. As a comparison, 7.5% of sessions from users having added a product to their list contained a store availability check, vs. 5.8% overall (Sep. 2014). However, we also found out that product availability in store was three times more used than add to cart on desktop, which is a strong indicator for offline buying intent. Automate SEM ads Archambault has a product catalog of more than 1 million SKU s. New products are regularly added, and others are discontinued. Manually managing this catalog for advertising campaigns is not possible. For this reason, Konversion decided to develop a system allowing connection with the Adwords API to automatically push new products online, and remove discontinued ones. Konversion had to work very close with Archambault s IT team to format the actual flux used for internal purposes. Everyday the flux is automatically uploaded to Konversion s server, and is parsed by a script, identifying the changes, and pushing them online. New ads are automatically created for each adgroup, with relevant keywords. Ads are also created automatically based on a templating system. This automated logic has been reused to to be able to use the product listing ads (PLA) and dynamic remarketing features of Adwords. An advertising war machine was created! Business Impact Archambault is an online retailer. Success is primarily measured through sales and ROI. The client is investing considerable amounts in SEM and other online medias that must be measured. Below are listed the various business impacts generated through the work done by Konversion.

5 ROI Increase Konversion has been managing Archambault s SEM campaigns for the past 10 months. The first impact Konversion had on Archambault s business was the ROI increase of the Adwords campaigns. How did we do it? By properly segmenting branded and generic traffic, extensively testing creatives, and by adding new keywords and most importantly, new negatives on an ongoing basis. In the end, ROI for generic traffic has increased on average by more than 50% year-over-year. Brand or no brand Archambault has a strong brand in Quebec with around 250,000 searches per month. Of course, brand traffic converts way better than any type of generic traffic. The question that arose was simple: Should the brand traffic be bought? If it is not bought, is traffic lost to competitors, or are visitors clicking on the organic result instead? In terms of ROI, which strategy is more profitable? Konversion tested turning off brand traffic and measuring the impact in terms of sales and ultimately in terms of ROI. Final results were not extremely different, but it seemed the overall ROI was slightly more interesting when the branded campaigns were active, it was then decided to keep it that way. New media exploration Archambault s team is subject to pressure from the management to be creative in their approach and be as innovative as possible. For this reason, Archambault asked Konversion to communicate any idea that should be tested. Different tactics has been tested, some were kept, and some were deactivated and some have just been launched. Among those: Display campaigns / Remarketing for promotional events : Awareness / Drive-to-store objective. Mapped with the promo calendar. Facebook advertising targeted to audience liking a specific artist or author, when a new product comes out or to push specific product types, such as vinyl records. Twitter advertising targeted to audience following a specific artist or author : New test, very little stats at the moment. Gmail Sponsored promotions : Negative ROI New markets Archambault is a brand made-in-quebec, and it s main audience is french speaking people. Considering there are french speaking people outside Quebec, and that those have a limited french cultural offer in their region, it appeared natural to start advertising to this specific segment. Konversion proposed this approach to Archambault. The first test was setup in Ontario. Even if the volume is relatively small, campaigns have a profitable ROI. Soon, new additional markets will open, such as Alberta, Manitoba and eastern provinces.

6 PROJECT SAMPLE #2: ADT-PROTECTRON Client Name: ADT-Protectron Client Contact Information (phone/ ): Lina Racaniello (514) x61137) Client URL: Background: Protectron is one of the largest home security companies in Canada. It has been recently purchased by ADT. We have been working with them since They first asked for some help with SEO as a previous provider had used some disputable practices. The only analytics tool available at the time was a log analyzer, which we obviously replaced by Google Analytics soon after taking over the SEO project. Over time, we started running paid search campaigns, and eventually switched to a cost per lead remuneration model. TECHNICAL ABILITY GA classic was running for 5 years in 2013 when Google Tag Manager came out. As we were driving traffic from multiple media sources on landing pages, it was a great opportunity to reduce headaches caused by the many tags and pixels we had on the pages. We also needed a better view on conversions from the website and landing pages. The conversion funnel had drastically changed since the website started to send traffic on landing pages. We took advantage of this new GTM implementation to double tag the website with Universal Analytics. A custom HTML tag was used since it's the easiest way to integrate with Optimizely, which has been used for landing page testing. We also started tracking phone calls with Call Tracking Metrics, which integrates nicely with Google Analytics. Phone number had been added to landing pages and it would be an important new goal in addition to conversions from the website, from landing pages and business conversions. In order to keep a better history of conversions, we also created a new view without phone calls as a goal. This is important as we're paid for each lead we generate, CPA has to be carefully monitored, and Cost per Goal Conversion is probably the most important metric in our dashboard. In 2014, with the website redesign, a new GTM container has been created for the new website, while the old container was kept for the marketing landing pages. Budget was limited so implementation had to be as simple as possible. We focused on a clean implementation that would meet requirements: In order to preserve our cost per lead, other secondary actions are tracked with custom metrics: contact us, newsletter subscription, check package prices. Visitor postal code, A-B testing variation and site language are tracked as custom dimensions Events are grouped under 3 categories: calls, packages (check prices) and navigation (exit links, downloads, etc...) We tracked 404 pages with a content group in order to easily control the stats after the new website launch. This implementation is not one of the most complex we have made, yet it provides a good example of a typical implementation we perform for small and medium companies, as there are so many in Quebec: clean, yet powerful, and focused on our clients' bottom line. ANALYTICAL ABILITY Prevent data loss due to unexpected problems Good analysis starts with good data. A few weeks after implementing new GTM container, we started to see multiple.cz referrers in our reports:

7 However, Protectron didn't have any reason to get this traffic. While digging in the data, we discovered a new, unknown, hostname in our reports: lovemusic.cz. We thought they made a mistake in their implementation and used our GTM ID by mistake, so we excluded this hostname from our GA reports. Unfortunately, we were not at the end of our surprises, as a few days later, our traffic completely stopped working. We checked our GTM container, made a little change and republished, which fixed the issue. We suspected a bug so we made a little test, which was confirmed when we saw our changes were reflected on the other site. Obviously we didn't publish this and only previewed, but kept a screenshot for our archives. We created a new container to prevent losing data again when the other site would republish their container. The bug was later confirmed by an received from Google engineering team. Catch 404 pages During website redesign in 2014, we had to help Protectron avoiding mistakes that could hurt their SEO. We provided a list of 301 redirects to put in place. But considering Protectron had hundreds, if not thousands, of indexed pages, we also wanted to make sure there wouldn't be any error that would make it through the new website. So we tracked 404 pages as content groups. This let us quickly spot and fix some URLs that had been missed: Origin of leads While there are a few business leads, most of the leads are residential ones. With the old website, many changes had been made over time so that some lead forms from the website led to LP thank you pages ; while other forms had confirmation pages on the site itself, and other links directed to landing pages. On the new website, there is a lead form and thank you page properly identified and some links lead to landing pages. With new GA implementation, we are now able much more easily to understand the origin of leads. What's obvious here is when a visitor comes from the website and goes to the landing page, conversion rate is almost 20%. It's not surprising as he expressed an intention on the website. However, since the landing page is targeted to new visitors, it might be improved for those visitors who should already be convinced. As a consequence, we'll run tests on the website to see how we can better convert them directly on the site. The first one will be a simple form in a lightbox that would appear directly on the site. Business Impact Konversion works with ADT-Protectron through a pay-per-performance remuneration model, correlated with the number of leads generated online. For that reason Protectron s and Konversion s objectives are strongly aligned, and success is easily measurable. Konversion s team has been working with ADT-Protectron for the past 6 years and various projects have been realized throughout the time. SEO a. Ongoing Konversion has extensively works the SEO of Protectron.com during the years. In 2015, the site ranks for pretty much all relevant keywords. Konversion has been historically involved in several activities Site optimization: When the first contract was signed, Konversion noticed that Protectron had huge duplicated content issues, as pages of the site had been duplicated for each canadian province. So instead of having 1 page Home security the site actually had 10 with the same content. Major changes were applied to the site to make sure to eliminate this duplicate content problem, which had a positive impact on the site positioning. Link building : Through press releases, partnerships and institutional links Support: General recommendations and help to the client

8 b. Redesign In 2014, Protectron decided to redesign their website. Considering than more 50% of the leads received by Protectron actually come from the website, this redesign was critical. Konversion was involved at different levels: Content hierarchy Konversion was involved with the design agency in order to determine the optimal architecture, both in terms of usability, conversion funnel, and SEO. SEO components Konversion worked on several SEO aspects, such as content optimization, HTML Titles, headings, alt tags, and meta description. 301 redirections Konversion created the mapping between the old URLs and the new ones, in order to implement 301 redirections and minimize the SEO impact. Changing old links Konversion built a list of sites having a link to protectron.com, on an inner page for which the URL has been changed. Konversion contacted those sites by or phone, asking them to update the links to the new ones, which they did in a very high proportion. In terms of traffic, the redesign was a success, as no traffic was lost. c. Landing pages The nature of the mandate Konversion has with Protectron changed over the years. From a purely SEO work, media elements were gradually introduced. The agency started buying traffic from various searches, and observed strong performance with SEM traffic. Thanks to the experience Konversion had with affiliate marketing, the agency knew that better results could be generated with landing pages. A subdomain was created on protectron.com, pointing to Konversion s server, allowing the agency to quickly develop and test new landing pages. Since then, around 10 different version of landing pages have been created, and thoroughly A/B tested with apps such as Optimizely. This had a huge business impact, as conversion rate has increased by more than 50% since testing has been started.

9 PROJECT SAMPLE #3: CAMPUS MONTRÉAL Client Name: Campus Montréal Client Contact Information (phone/ ): Stephanie Barker ( / stephanie.barker@umontreal.ca) Client URL: Background: Campus Montreal is a nonprofit organization from University of Montreal, HEC Montreal and Polytechnique. Those 3 universities have joined their forces in their fundraising effort. Their web presence had a very limited visibility despite a costly redesign in Konversion was hired later that year to start a Google Grants SEM campaign and optimize the website. TECHNICAL ABILITY In early 2014, soon after a website redesign performed in a pure branding perspective, Konversion was hired to manage the Google Grants SEM campaign. However, we found out that Google Analytics was implemented in the most basic possible way, and wouldn't give us any indication on how well our campaigns or other efforts would perform. We quickly convinced people that number of visits was a good start, but far from being enough. We implemented Google Tag Manager to maintain GA implementation more easily. Our sole goal at this time was a click on a donation button that leads to a donation form, which unfortunately couldn't be tracked. We added tracking on social interactions and some important link tracking. This was a big improvement from counting visits. After some analysis, we made recommendations to update some parts of the website in order to help donations, and better information on what concrete realizations from Campus Montreal. Project pages were added, and new requirements came along with new tracking: Donation for specific projects are now directed to a new donation form, which eventually redirects to a page on the website. ecommerce is used to track them. Videos are embedded on project pages. With changes to Youtube API over time, the script we used didn't work anymore. On our quest for youtube tracking, we found many examples on the web that were buggy at best. Hopefully, our fellow web analytics expert from Quebec Stephane Hamel had provided a working solution that we only had to slightly customize to fit our needs. And we have video plays, by video name and project name. Custom dimensions are used to track project related elements: project name and number of previous donators at the time of the visit. We also track donation type (to a university or to a project), as well as site language. While we track donation amounts on projects, our goals are related to donation intent (click to donation form). As a consequence, we rely on custom metrics to track other interactions, such as video started, completed, newsletter subscriptions are various interactions that we want to add to dashboards without the hassle of breaking down events Campus Montreal is another example of clean implementation for small to medium organizations. It provides dashboards that are really helpful to monitor performance of campaigns. ANALYTICAL ABILITY Besides managing Google Grants SEM campaigns, Konversion provided recommendations to Campus Montréal, following their website redesign. Our goals were: Develop awareness through online marketing strategies,

10 Increase website traffic, Optimize the donation process. Qualitative and quantitative data we have collected helped us identifying the shortcomings of the website and different points of optimization: Users have mentioned in a survey that the organization's identity should be put forward and the role of the website should be well defined. They also mentioned confusion with the websites of the other institutions. Users think that donation process was too complicated and no user-friendly (potential donors had one choice, giving donation directly to the institution! and not for a specific project) Traffic volume was low (generally less than 2,000 visits per month, mostly from natural sources). In the meantime, conversion rate to donation form was less than 0.5%, not talking about number of actual donations. After identifying various problems of the website, we recommended to make some changes. Home page We have designed a new home page to encourage visitors explore the website and engaging them directly with relevant content by: Putting forward the objective and mission of Campus Montreal Providing an overview of ongoing projects Showing the talents of Campus Montreal Project pages We know that people identify themselves to a clear concept, not to a vague one (university research), so we figured out we must propose to them something concrete to maximize their engagement. We have created a unique page with unique content for each project promoted by Campus Montreal and offer to potential donors the possibility to donate also to a specific project. The goals of those pages are: Understand the concept of the project and its objectives Create interest for the project Explain how donations will be used Donation process Also in order to facilitate the donation process we have created custom donation forms for each project. BUSINESS IMPACT Impact of website recommendations The changes made on the website were published at the end of 2014 and had a very positive impact:

11 Bounce rate decreased by % on organic traffic Conversion rate (go to donation form) increased by % (from 0.48% to 1.73%) 73% of donations now go directly to projects Google Grants management In order to drive more traffic to the website, we applied for Google Grants to benefit from $10,000 of media budget per month. The Google Grants program allowed us to get a high traffic volume and an excellent awareness for Campus Montreal and projects, not only in Canada but also internationally. In 2015, due to a very good performance of our Google Grants campaigns, we were able to upgrade our campaigns to Google Grants Pro, which offers four times as much budget, up to $ of media budget. This had a big impact on Campus Montreal website: About 20,000 visits per month from paid search, or 80% of all traffic. 56% of conversions came from paid search OTHER PROJECTS Over the last 3 years and a half, Konversion has worked with Google Tag Manager and Analytics for dozens of clients. Besides the 3 customer stories presented here, there are many other interesting projects. Here are a few other interesting aspects. VTele: video ads as ecommerce VTele is a TV Channel in Quebec. They publish lots of video content on their website, including TV show episodes and additional web content. They monetize this content not only through web banners, but mostly through video ads. We wanted to track video ads viewed, broken down by tv show and ad type (pre roll, mid roll, etc). Since a visitor can view multiple ads in a session, a goal was not an option. Custom metrics were not available at the time (2012), so we used ecommerce in addition to regular events. ecommerce had the advantage of providing metrics, where events fall short by forcing a break down by 1 or more dimensions. Each transaction was assigned a value of $1.00 as an ad server integration to get real value was not available. Based on this implementation, we were able to build dashboards and custom reports within GA which are still helpful today to sales and content teams Groupe Forget: 70+ clinics Groupe Forget is a network of audioprothesists in Quebec with more than 70 locations. Visitors can make appointments online and find more information about the group and clinics. While doing their Google Analytics implementation, tracking online appointments and phone calls was critical, as well as measuring interactions with different clinics. Using custom dimensions and metrics, we were able to provide clear and simple information about clinics. We've also built a dashboard to measure cost per lead from media campaigns.

12 Voyer - Tremblay: call tracking Voyer Tremblay is a real estate company. They build condos and various types of houses. They still use most of their marketing budget in offline advertising, including flyers. Their website is also important in their marketing mix to generate appointments. However, most conversions are made on the phone. Call tracking has been integrated, tracking calls from the website as well as from offline efforts. We manage their media campaigns and provide monthly reporting through GA dashboards.

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